| Research Title |
Brand Coolness, Brand Love, and Brand Equity:
Evidence from MICE Khon Kaen
|
| Date of Distribution |
10 May 2023 |
| Conference |
| Title of the Conference |
WRFASE International Conference |
| Organiser |
World research forum for advances in science and engineering |
| Conference Place |
Kyoto Tokyu Hotel |
| Province/State |
Kyoto, Japan |
| Conference Date |
10 May 2023 |
| To |
11 May 2023 |
| Proceeding Paper |
| Volume |
2023 |
| Issue |
397 |
| Page |
13-16 |
| Editors/edition/publisher |
Institute for Technology and Research |
| Abstract |
This quantitative study aims to investigate the interrelationship between brand coolness, brand love and brand equity of MICE Khon Kaen. A questionnaire was used to collect data from 360 MICE tourists in Khon Kaen. The measurement and structural models were analyzed with Structural Equation Modeling (SEM). The results of this study showed that brand coolness has the positive relationship with brand love and brand love has the positive relationship with brand equity. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
false |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
|
Publication
Journal Publication
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